Please help us continue to provide you with free, quality journalism by turning off your ad blocker on our site.

Thank you for signing in.

If this is your first time registering, please check your inbox for more information about the benefits of your Forbes account and what you can do next!

I agree to receive occasional updates and announcements about Forbes products and services. You may opt out at any time.

I'd like to receive the Forbes Daily Dozen newsletter to get the top 12 headlines every morning.

Forbes takes privacy seriously and is committed to transparency. We will never share your email address with third parties without your permission. By signing in, you are indicating that you accept our Terms of Service and Privacy Statement.

Advertising campaigns geared toward Hispanics can often fall into a familiar trap, relying too heavily on overused tropes such as a love for soccer and the importance of family in Latinx culture. Lately, however, I have observed that brands are beginning to shift their focus when targeting their Hispanic audiences, placing it on particular passion points instead of the most general elements of Hispanic culture. This will result in a landscape where advertisers spend more time on developing meaningful campaigns that really speak to Hispanic audiences, instead of merely ticking a few boxes and repurposing old content.

If your brand or your clients are looking to create meaningful campaigns for this audience, here are three trends on the horizon to consider.

Taking a multicultural approach can pay significant dividends, especially when it comes to ensuring continued cultural relevancy and campaigns that will stick in people’s minds. After all, which campaign are you more likely to remember -- the generic one that made a broad statement without saying something particularly meaningful or the campaign that made a concerted effort to focus in on your culture?

When creating multicultural campaigns, it’s important for brands to develop them with the audience in mind, instead of simply adapting existing ones. Doing so will allow brands to embrace aspects of Hispanic culture in their advertising from the get-go, which will draw in audiences and allow the bond between brands and Hispanics to flourish.

2. Brands will move from generic insights to truly understanding their audience.

You've probably heard that Hispanics tend to be more family-oriented than other demographics. But what does this really mean? Having these generic insights will no longer cut it -- instead, in order to create truly engaging content, brands will have to truly understand the dynamics and complexities of Hispanic audiences.

For example, exploring the relationship between family and product purchases, a study by Viantfound that Hispanics are 74% more likely to be influenced by their children to buy a product as compared to non-Hispanics. From a brand perspective, this information is important because it indicates where they should be spending the most effort.

Brands need to understand the specific networks within their chosen target audience in order to be able to create and target advertising accordingly -- this knowledge only comes from in-depth analysis. Once brands are able to identify the key individuals within families, they can then “surround” the buyer by creating an in-family network of influencers, all through a word-of-mouth ecosystem.

3. The key generation will be the millennials.

Millennials, millennials, millennials. Millennials are important. Who knew? Sarcasm aside, not all millennials were created equal. For some reason, brands tend to focus on millennials as a uniform group with common interests and shopping habits. This isn’t strictly true, especially if one takes into account other demographic factors such as race, socioeconomic status and location.

In fact, millennials are one of the most multicultural groups out there, with 42% of the 75 million millennials in the U.S. identifying as multicultural. On top of that, millennials make up 40% of the Hispanic population -- which means that if advertisers are truly serious about targeting Hispanics, they should also be tailoring their message to appeal to the millennials amongst them.

It’s no big secret that millennials have a significant amount of purchasing power and can be extremely loyal to the brands they support. But brands have to earn that loyalty, and the only way to do that is by proving that they understand the nuances of what it means to be a Hispanic millennial living in the U.S.

In order for brands to achieve these three things, there must be diversity at all levels of the organization, from the consumer all the way to the advertiser. Brands that neglect diversity risk creating campaigns that are irrelevant at best and insensitive at worst. Brands can only flourish in the Hispanic space when the team creating the campaigns is as diverse as the people it is trying to reach.